MOBILE ADVERTISING

Adverty and InMobi Introduce In-Game Ads for Global Brands and Agencies

Adverty, InMobi | April 28, 2021

Adverty and InMobi Introduce In-Game Ads for Global Brands and Agencies
Adverty AB, the world's leading in-game platform for advertisers, agencies, and game developers, and InMobi, the world's leading independent marketing cloud, announced today the official launch of in-game ads on InMobi Exchange. Using Adverty's multi-patented in-game ad technology, brands and agencies around the world will be able to target premium mobile users with advertisements that blend into the game environment, such as electronic advertisement boards in an e-sports arena or the increasingly common casual and hypercasual gaming space.''

"This news shows that the most exciting, largely unexplored media frontier is still very much open for business. Furthermore, both branding and performance advertisement options are available, allowing advertisers to target previously unreachable audiences at scale and turbocharge their marketing campaigns in new ways.  With this collaboration, the path is clear for future innovation " says Tobias Knutsson, CEO of Adverty.

Kunal Nagpal, SVP and GM, Publisher Platforms and Exchange at InMobi, said: "One of these new frontiers is in-game ads, which allows advertisers to interact with their customers in a highly intuitive manner. InMobi's technology and unparalleled mobile in-app expertise allow global advertisers to reach a highly engaged and diverse mobile gaming audience in an increasingly relevant medium."

Indeed, in recent years, gaming has emerged as an incredibly appealing media channel for advertisers, with prospects for brands to deliver high-impact creatives to a highly engaged global audience of over 3 billion gamers. In terms of both users and time spent, mobile gaming experienced exponential growth in 2020.

Through its revolutionary technology designed specifically for gaming, Adverty provides unobtrusive advertisement that links brands and audiences, while buy-side clients can now access new formats in mobile games at scale more conveniently than ever before.

Adverty introduced a world-first In-MenuTM format earlier this year to complement its In-PlayTM offerings, in response to high demand for its seamless and non-interruptive in-game inventory. This enables contextually appropriate IAB display banner advertising to be displayed in-game and complements a highly advanced product suite that also allows brands to take over billboards and other virtual outdoor locations within games.

About Adverty
Adverty, the leading in-game platform, uses innovative display advertisement technology designed specifically for games to deliver seamless advertising that connects brands and people. The platform provides true in-game ad inventory at scale and enables content creators to commercialize the whole experience through unobtrusive, easy-to-integrate, interactive advertising. Adverty, which was established in 2016, has offices in Stockholm, London, New York, Madrid, Helsinki, St Petersburg, and Lviv collaborates with advertisers, agencies, and developers to unlock audiences and gaming revenue streams.

About InMobi
InMobi creates genuine connections between brands and consumers by leveraging its technology platforms and unparalleled access to mobile intelligence. Its Marketing Cloud opens up new avenues for brands to understand, identify, engage, and acquire connected consumers. InMobi, a leading technology firm, has been named to the 2018 and 2019 CNBC Disruptor 50 lists, as well as one of Fast Company's 2018 World's Most Innovative Companies.

Spotlight

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OutPoint Raises USD$1.2M to Help High-Growth Brands Improve Paid Marketing Effectiveness Through Automated Media Mix Modeling

OutPoint | November 23, 2021

OutPoint, an automated media mix modeling (MMM) platform, announced it raised USD$1.2M in pre-seed funding to transform how high-growth consumer brands measure paid media effectiveness and diversify marketing investments. The funding enables the company's growth and hiring efforts, especially in its Research and Engineering functions. San Francisco-based venture capital firms Tuesday Capital and MGV led the pre-seed round, with further backing from Entrepreneur First and Mistral Venture Partners. Additional angel investors include Andrew Macdonald (SVP, Uber), Soso Sazesh (Founder, Growth Pilots), Charlie Feng (Co-Founder, Clearco), and Farhan Thawar (VP Engineering, Shopify). OutPoint uses advances in machine learning and media mix modeling to help consumer growth teams map ad spend to revenue based on incremental lift and predicted performance. We help answer the two hardest questions marketers face: are you spending effectively, and where should you allocate your dollars to get more revenue?" Rob Palumbo, CEO at OutPoint. In the wake of Apple's restrictions on user tracking in iOS14+, pixel-based attribution methods no longer provide the same quality of data that marketers require to understand performance. At the same time, customer acquisition costs (CAC) are rising as well-funded brands continue to compete on the same channels, sparking a need for better tooling to measure effectiveness and get insight on marketing investment decisions. "Tools for optimizing ad spend have never been more important to the success of DTC brands with Apple taking measures to restrict pixel and cookie-based tracking," said David Jee, Associate at Tuesday Capital. "We're proud to support Rob, Sean, and the team as they build the growth data science tools of tomorrow." OutPoint has experienced strong demand from high-growth brands for its media mix modeling tools. "OutPoint is our preferred marketing data science partner for modeling cross-channel performance and understanding revenue lift. Their platform helps us decide how to scale ad spend in a way that drives rapid growth," said Will Bradley, Head of Growth at PolicyMe. "The cost of acquiring customers has increased over 60% in the last 5 years. OutPoint's data science tools help consumer brands improve the efficiency and effectiveness of ad spend, thereby levelling the playing field," said Pablo Srugo, Principal at Mistral Venture Partners OutPoint's platform helps marketers make reliable next dollar ad spend decisions through media mix models that reveal insight on the incremental value of paid marketing investments. "As a growth marketer, I've seen numerous companies struggle with media mix modeling and measuring incrementality. I was very impressed by OutPoint's approach, and I'm excited to invest," said Soso Sazesh, angel investor and Founder of Growth Pilots. OutPoint was founded in January 2021 in Toronto, Canada, and serves high-growth consumer brands globally. OutPoint's founding team is Sean Billings (CTO), a senior engineer who built econometric machine learning models at Amazon, and Rob Palumbo (CEO), who led marketing at high-growth consumer companies like Properly and Borrowell. The company's sales and partnerships efforts are led by Erika Fabian, a sales leader with 10+ years of media industry experience in content development and advertising. "The pandemic has fueled a new wave of entrepreneurship as employees left their jobs to pursue their passions, resulting in a flourishing of DTC e-commerce startups," said Kevin Lynch, Investor at MGV. "OutPoint is a powerful enabler of these growing businesses, and we're excited to see the platform evolve with this latest round of funding." About OutPoint OutPoint is a data science and media mix modeling (MMM) platform that empowers high-growth B2C brands to improve marketing budget allocation and maximize growth efficiency. OutPoint's predictive models recommend how much to dial-up or dial-down ad spend across channels and offer a roadmap for unlocking future growth.

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Smartly.io Announces Official Creative Partner for Pinterest for Offering Advertisers Creative at Scale

Smartly.io | October 12, 2020

Smartly.io, the leading social advertising automation platform for designers and performance marketers, today announced they are an official Creative Partner for Pinterest, showcasing the value of Smartly.io Creative Studio team and the company’s creative automation offerings. Already a Pinterest Advertising Partner, Smartly.io is now able to help Pinterest marketers develop and scale highly visual and engaging creative. The Smartly.io Creative Studio partners directly with brands to produce original mobile-first creatives, transform existing assets into short-form content built for social, conduct robust testing to find and scale winning creatives, and drive business results. As consumer behavior evolves and social channels continue to become more intertwined with our daily lives, it's vital that marketers connect with customers in new ways. Pinterest, which surpassed 400 million monthly active users this year, has become a go-to for consumers leading into the holiday season. This has created a clear opportunity for brands to diversify their marketing mix and adopt a multi-platform approach to advertising. To produce on-brand and engaging creative that is platform-specific requires the right framework, expertise, and experience — a combination of resources that many brands are looking for today. With Smartly.io Creative Studio’s set of on-demand services, brands can successfully capitalize on the high buyer intent found on Pinterest.

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Marketron Pitch Introduces a Robust New Social Media Feature for Pitch, One of the Company’s Digital Advertising Platform

Marketron | October 13, 2020

Marketron, the leading provider of enterprise revenue management and digital software solutions, today introduced a robust new social media feature for Pitch, one of the company’s digital advertising platforms. Pitch offers a powerful set of tools and resources for broadcast sales teams to create, execute and manage digital campaigns that maximize their clients’ online advertising reach. Now, Pitch makes it easy and seamless to build proposals integrating Facebook, Instagram and Facebook Messenger ads into the overall blend of third-party digital tactics based on advertisers’ campaign objectives. By 2023, social media users in the U.S. are expected to top 250 million. Roughly two-thirds of U.S. adults report that they are Facebook users, and a large majority of Instagram users say they have made purchases as a result of social media advertising. “Clearly, social media offers tremendous opportunities for our radio customers and their advertisers to reach engaged and highly targeted audiences — but working directly with social platforms to purchase ads can be complicated, time-consuming and counterproductive,” said Jimshade Chaudhari, Senior Vice President of Product at Marketron. “Adding social to the third-party digital tactics in Pitch is the latest example of how we are constantly evolving our products based on customers’ needs. By removing these complexities, it is easier than ever for radio stations to create, deliver and manage highly integrated and customized digital ad campaigns.” With the new Pitch social tactic, sales teams are able to include Facebook, Instagram and Facebook Messenger ads in a fully integrated campaign alongside other digital elements such as display and video ads, geofencing, connected TV/OTT and search engine marketing.

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Spotlight

If you have already tried PPC (Pay Per Click) advertising, then you know how expensive it can be. Banner and text ads placed on 'High Traffic' sites can give great results, but it doesn't have to cost an arm and a leg. This site has tons of articles posted there every day, so it draws thousands of visitors from Search Engines of every kind (and hey, it's free).